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Articles (52)

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1-10 of 52 results for brand equity theory

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Select article: The effect of self-congruity and motivation on consumer-based destination brand equity

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Research article

First published 2020-7

The effect of self-congruity and motivation on consumer-based destination brand equity

Dolores M Frias, José-Alberto Castañeda, Salvador del Barrio-García [...]

Journal of Vacation Marketing

Select article: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

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Research article

First published 2023-11

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner [...]

Journal of Marketing

Select article: The Effect of Endorsers’ Sports Results on Their Sponsors’ Performance: The Shark Fin Effect

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Research article

First published 2024-8

The Effect of Endorsers’ Sports Results on Their Sponsors’ Performance: The Shark Fin Effect

Juan Luis Nicolau, María Jesús Santa María

International Journal of Sport Finance

Select article: Pawning N00bs: Insights into Perceptions of Brand Extensions of the Video Game Industry

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Research article

First published 2017-8

Pawning N00bs: Insights into Perceptions of Brand Extensions of the Video Game Industry

Luke Butcher, Ysobel Tang, Ian Phau

Australasian Marketing Journal

Select article: A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

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Research article

First published 2014-5

A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

Luming Wang, Adam Finn

Australasian Marketing Journal

Select article: Towards a Theory of Marketplace Equity

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Research article

First published 2002-03

Towards a Theory of Marketplace Equity

Roderick J. Brodie, Mark S. Glynn, Joel van Durme

Marketing Theory

Select article: Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Open access

Research article

First published 2024-1

Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Ling Peng, Ifraz Adeel, Arslan Ayub [...]

Sage Open

Select article: Dual-Faceted Multidimensional IRT Models with Hierarchical Structure ☆

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Research article

First published 2013-5

Dual-Faceted Multidimensional IRT Models with Hierarchical Structure ☆

Luming Wang, Adam Finn

Australasian Marketing Journal

Select article: Retail Brand Extensions: Unpacking the Link between Brand Extension Attitude and Change in Parent Brand Equity

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Research article

First published 2013-5

Retail Brand Extensions: Unpacking the Link between Brand Extension Attitude and Change in Parent Brand Equity

Abhishek Dwivedi, Bill Merrilees

Australasian Marketing Journal

Select article: A Conjoint Approach for Consumer- and Firm-Level Brand Valuation

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Research article

First published 2009-12

A Conjoint Approach for Consumer- and Firm-Level Brand Valuation

Madiha Ferjani, Kamel Jedidi, Sharan Jagpal

Journal of Marketing Research

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